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The Ethical Backlash of Corporate Branding

Guido Palazzo and Kunal Basu
Journal of Business Ethics
Vol. 73, No. 4 (Jul., 2007), pp. 333-346
Published by: Springer
Stable URL: http://www.jstor.org/stable/25075428
Page Count: 14
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The Ethical Backlash of Corporate Branding
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Abstract

Past decades have witnessed the growing success of branding as a corporate activity as well as a rise in anti-brand activism. While appearing to be contradictory, both trends have emerged from common sources - the transition from industrial to post-industrial society, and the advent of globalization - the examination of which might lead to a socially grounded understanding of why brand success in the future is likely to demand more than superior product performance, placing increasing demand on corporations with regard to a broader envelop of socially responsible behavior. Directions for strategic and managerial options are suggested.

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